Its the Little Details that Can Make or Break a News Story

Have you ever heard of the saying, "One person's trash is another person's treasure?" Well, that statement is a true one, but never more so than in the realm of media relations where so many small-business owners find it so difficult to garner media coverage for themselves or their companies. Allow me to illustrate my point below in an actual incident that happened to one of my clients and the lessons we learned from this experience.

One day a new client approached me about getting media coverage for her company. She had tried writing and submitting press releases on her own but with little luck and decided that it was time to contact a media relations company. We made an appointment to meet and we discussed her business and brainstormed about ways in which to secure coverage in a creative and affordable way. During that meeting and subsequent other ones, I became very familiar with her business and learned why she was so successful. But it was in a casual conversation, which had little to do with her business, that I learned about the information that would allow me to secure news coverage for my new client.

This particular client is a visual arts designer and runs a very successful business in the Midwest, but her one true passion since childhood is gymnastics. She participated in the sport as a child. She still follows the sport on television and even incorporates the sport into the name of her company. I learned that she liked to have people take photographs of her performing handstands near historic structures, and that she had done this all around the country.

It was through that conversation that I learned that she even had a photo taken of her performing a handstand just outside of the World Trade Center several years ago. I asked her why she hadn't shared this information with me earlier and she said, "It was such a little thing that I really didn't think it was very important."

In reality, it was that little-known fact that sealed the deal for local newspaper coverage. When I spoke with the reporter, I was able to strategically mention this "little" fact to the reporter and explain that I could supply the actual photo. It mattered less to the reporter that this client was a self-published author and ran a successful business. While all of that information was great, it was the World Trade Center photo that peaked the reporter's interest. In the end, instead of receiving a small blurb in the newspaper, which was what we really expected, she in turn got a front-page story complete with her photo and references to both her business and her love for gymnastics. Plus, this was a very affordable decision because the client could never have afforded an advertisement the size of that article generated.

The point that I'm trying to make is this. Sometimes small-business owners need to depend on the services of communication companies in order to secure media coverage. But whether you are dealing with a big agency or a boutique agency or a freelancer, it's always important to share every detail because sometimes it's the little details, which can make or break a story.

About The Author

Carolyn Davenport-Moncel is president and founder of Mondave Communications, a global marketing and communications firm based in Chicago and Paris, and a subsidiary of MotionTemps, LLC. Contact her at carolyn@motiontemps.com or by phone in the United States at 877.815.0167 or 011.331.4997.9059 in France.

---

Building Credibility Through Bylined Articles

As if making sure your company runs smoothly on an... Read More

Is The Traditional Press Review Still A Business Tool Of The Future?

Press reviews are a common and basic feature for surveying... Read More

How Marketing-Minded Financial Planners Get Publicity

You've probably noticed, if you live on this planet, that... Read More

Media Releases - Helping Grow Your Business

Business people often spend time and money trying to find... Read More

How to Write News Releases that Get Noticed

What do you do with junk mail? Are you like... Read More

Whats Stopping You From Getting Publicity?

When I talk with business people, they tend to believe... Read More

Public Relations & Your Small Business

The practice of public relations is often misunderstood, thus overlooked... Read More

PR Buyers Beware!

It can bite you and waste your public relations budget... Read More

Meet The Media

Although media relations is not all there is to PR,... Read More

There Is No Such Thing as Competition

A wise friend of mine has often said, "There is... Read More

Do I Really Need a Publicist?

Are you hesitating about hiring a publicist or, if you... Read More

Get PR Off the Bench

Something that results in your most important outside audiences doing... Read More

Your Organization: What Role PR?

As a manager, does your current business, non-profit or association... Read More

Publicrelationistas?

Is that what we are? Fanatic, over-the-top disciples of some... Read More

Media Relations - Ten Essential Tips to Use The Media to Market Your Business

In the 'Age of Scepticism' gaining media coverage is one... Read More

Are You Sure You Know What Youre Doing?

Because when it comes to public relations, non-believers can produce... Read More

Financial Planning Publicity: When Talking to the Media, Dont Fake What You Dont Know

Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More

Dealing With Reporters in Your Small Business

It behooves you to know and remember the names of... Read More

Anatomy Of A PR Campaign

The message is determined by analyzing the brand being marketed,... Read More

How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph

How to write a press release is a major challenge... Read More

Public Relations

The wind of changes...The digital world has changed the form... Read More

How Managers Hit PR Paydirt

As a business, non-profit or association manager, you'll know it's... Read More

Lets Blow The Lid Off Public Relations

And show it for what it is - a humdinger... Read More

How to Make A Great Press Kit ? A Musicians Guide

As an owner of an independent record label, I often... Read More

Guerrilla PR- Chapter One

THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More

Using Publicity As A Creative Marketing Tool

Publicity is an important and often overlooked tool of creative... Read More

Post Your Press Release Online ? For Free!!

Are you launching a new product or website? Announcing a... Read More

Publicity - Tips on Dealing With the Media

You thought of it, you researched it, you wrote it.... Read More

Detailing The Famous Kentucky Derby Train

The annual detailing of the Kentucky Derby Train is an... Read More

Getting Free Publicity with Radio Interviews

Imagine that you are a radio producer. You have to... Read More

Maybe the Strongest PR on Planet Earth?

Strong for business, non-profit and association managers when they use... Read More

Sure-Fire Recipe for a Successful Public Relations Career

Without a solid, well-designed foundation, few buildings successfully withstand the... Read More

Managers: Why PR is SO Key

When outside audiences important to your operation do not understand... Read More